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May 18, 22  |  Ibrahim Imran

What Content Could Be Used for A Structured Snippet Extension?

As the title suggests, today we’re going to be talking about what content could be used for a structured snippet extension. While the short answer to this question would be  amenities, courses, destinations, featured hotels and neighborhoods to name a few.

We know that this doesn’t bring clarity on the topic for many. Hence, today we’re going to be breaking down exactly what a structured snippet extension is, how to add it to your campaign, and how to use it effectively. Ultimately, all this will bring complete clarity to our initial question “What content could be used for a structured snippet extension” and much more. 

In Google Ads, structured snippets are a sort of ad extension. They enable you to add additional product information to your Search Ads. This allows you to take up more space on the page and push your competitors down. Keeping reading on to learn more! 

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Structured Snippet Extensions: What Are They?

Structured snippets are defined as follow by Google:

"Extensions that showcase specific parts of your products and services are known as structured snippets."

These snippets are made up of two parts: a header (such as Types) and a few values (for example: Green, Black, Herbal, Oolong, etc.).

The structured snippet header possibilities are limited to the list provided by Google, and each header type will only appear if Google's algorithm determines that it matches the searcher's purpose.

If someone looks for "buy apple lightning to USB cable 2m," for example, they are looking for something quite particular.

He most likely knows exactly what he wants to acquire and is set on getting it.

In this situation, Google is unlikely to display a structured snippet because he already knows what he wants to buy.

A customer comparing the best lightning cables for iPhones, on the other hand, is learning about his product options and hasn't decided (yet) which one to buy.

It makes logical sense to present the different product types, models, or brands that a store sells to this searcher.

You have the option to add several data points/headers to Google Ads. Ultimately, making the search engine show the potential customer/visitor the most relevant structured snippet based on their query intent. 

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Here is the complete list of headers from which to choose:

  • Amenities
  • Brands
  • Courses
  • Programmes of study
  • Destinations
  • Hotels highlighted
  • Insurance protection
  • Models
  • Neighborhoods
  • Catalogue of services
  • Shows
  • Styles
  • Types

Although not all of them are applicable to ecommerce businesses, you may get creative with them.

The structured snippets aren't clickable, but they are part of the ad content, which is a little but crucial element. This list should give you an idea of what content could be used for a structured snippet extension. 

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How to Use Google Ads Structured Snippet Extensions

Now let's look at how to use Google Ads to develop structured snippet extensions.

To add a structured snippet extension, go to "Extensions" in the "Ads & extensions" menu on the left, click the + icon, and select "structured snippet extension."

On the configuration page, you must first select the level to which you wish to add the extension (account, campaign, or ad group).

The next step is to select a language and a header type. For structured snippet extensions, Google Ads now supports over 40 languages and 13 types of headers.

After you've decided on a language and a type, you'll need to fill in the header values. At least four values per header are recommended by Google (you can add a maximum of 10 for each header). If you add more than what is visible, Google will rotate the values to determine which are the most effective.

There is an advanced options area, as with all other extensions, that allows you to schedule the extension and limit its visibility to a specific date range.

Pro tip: We strongly advise you to create multiple structured snippet extensions because Google will display up to two on desktop and one on mobile and tablet devices. If there is only one option, they will try it to see which one works best.

How to Make the Most of Structured Snippet Extensions

Now that we’re clear on what content could be used for a structured snippet extension, let’s see how to make the most of them.

Using structured snippets extensions to display your product catalog, whether it's other brands, items, or features, is a terrific approach to stand out.

However, focusing on matching the searchers' intent is critical for getting the best results.

You may add structured snippets to a campaign or ad group by looking at which search queries it will appear for.

You'll merely add additional fluff to your ads if you ignore this objective, making it tougher for them to stand out!

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Snippet Writing Tips 

When constructing or optimizing structured snippets, keep the following best practices in mind:

The correct format is used - you want the visitor to understand what items or services your company can offer. Don't forget about these, and double-check that your list is complete.

Four values per header - if you have at least four values, a visitor will have enough information to decide whether or not to visit your site.

Consider the mobile user - mobile devices are used by far more individuals than desktops and laptops. Because optimization is crucial, make sure you create shorter snippets to capture the attention of potential customers who are on the go. This is a crucial stage in the SEO procedure.

Use several header-values — having different sets of these gives the client more alternatives, and you may have a relevant extension that will appear with the ad.

Let the Professionals Help 

At Distinguished.io, we have a list of the best content writing companies and SEO firms. All you have to do is scroll through our website and connect with one that matches your requirements and hire them within minutes. Our reviews, ratings, and complete business details will make your hiring decision a breeze. 


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